Being associated with higher education since 2006, I have experience across academic research, teaching, administration and corporate trainings. My research revolves around consumption, entrepreneurship and qualitative research methods. I am interested in studying under-represented consumers such as Muslims, differently abled individuals and marginalized sections of society. I adopt a cultural perspective in my studies to explore how different cultures produce new insights in consumer research, entrepreneurship and research methods. My teaching assignments have been across undergraduate, graduate and executive education programs. I have designed new modules and have also revised old ones. I believe in participant-centered, active learning; therefore, I use experiential activities alongside lectures in my classes. As a corporate trainer, I have designed and delivered trainings to the pharmaceutical, banking and the retail sectors. I am also an NBEAC trainer.